Disruption Consulting Singapore has been awarded the new retail electricity brand, Geneco that launched earlier this year.
Geneco is a new consumer brand from Seraya Energy, a leading private electricity retailer in Singapore, with more than 16 years of experience servicing a large pool of commercial and industrial customers.
Geneco launched earlier this year in response to the introduction of the Open Electricity Market (OEM) in Jurong to give households the flexibility to choose their preferred electricity retailer. The full roll-out of the OEM to the rest of the Singapore market is expected to be announced later this year. The deregulation aims to ensure a reliable and secure energy supply, promoting effective competition and developing a dynamic energy sector in Singapore.
TBWA was appointed after a competitive pitch to develop a brand strategy and positioning for Geneco, with activation across all media and social channels. The team will also partner with Omnicom sister companies, including OMG for media support.
“This type of opportunity in Singapore is exactly what Disruption®Consulting was built for,” said Andrew Harrison, who is leading the Disruption Consulting team. “The market is being shaken up by the liberalisation of supply and the entry of new players, so the winners will be strong brands with compelling activation activity. We are very excited to work with Seraya Energy on their first B2C project to bring Geneco to life.”
Speaking for Geneco, Nix Tang, senior marketing manager said; “The OEM is a significant milestone in Singapore's energy market, and an important strategic investment for Seraya Energy as it marks our entry into the consumer retail market.
“Disruption Consulting and the TBWA team demonstrated the understanding of the consumer market and could support our aim of bringing awareness of our innovative energy solutions to Singaporeans, whilst actively exploring ways to re-energise and give back to the community. We look forward to working with them to realise these objectives.”